172 THE POWER OF VISUAL STORYTELLING Videos: YouTube, Instagram, and Vine From YouTube to Instagram, Vine, and others, companies have choices as never before for capturing and sharing videos. Furthermore, all of the major social media platforms from Facebook to Twitter, Google+, Pinterest, Tumblr, and even SlideShare also make it easy to stream video— with the engagement rates to match. This offers a unique value proposition and business case for companies to use video to tell their stories. The chal- lenge and opportunity for companies is to define the role video will play as part of their visual storytelling program. Our recommendation is that you revert back to your content calendar planning and look at the top opportunities for which video is going to help tell your visual story in a way that other media cannot. You don’t want to get caught up in all the things you could be doing. Instead, focus on what is the most strategic. Think about your target audience, desired end goals, and resources available. How can video bring to life important supporting themes in your visual storytelling program and make the greatest impact? Look closely at the common types of video and see what your com- pany would prioritize as part of your visual storytelling program. Common Types of Videos • Announcements • Behind-the-scenes scoops • Case studies • Celebrity partnerships • Community involvement • Company overview • Demos • Event highlights • FAQs • Goals • How-tos • Live streams